Eurosport, the Discovery Communications (DISCA) owned sports network, has signed a strategic advertising and content partnership with SNAP Inc. (SNAP) for the ’18 South Korean Winter Olympics. Announcement of the agreement marks the first-time SNAP has publicly committed to a European, multi-language Olympics deal; though the company is experienced putting out content for the Olympics, having partnered with NBC (in the U.S.) for the ’16 Games (will again in ’18). The partnership will bring Snapchat users across Europe professionally curated (i.e. Our Stories, Publisher Stories) mobile video content; including behind-the-scenes action from Olympic events and user-generated video from the athletes and influencers.
Howie Long-Short: DISCA paid $1.44 billion for European rights to the games, across all platforms, through ’24; just a fraction of the $7.65 billion NBC (CMCSA) is paying for television and online rights to the games through ’32. Partnering with SNAP gives DISCA an opportunity to sell potential advertisers on a different demographic; one that is younger and more digitally minded. It also brings the games to viewers who may not otherwise watch on linear television; with 25% of U.K. smartphone users now using Snapchat daily. Eurosport should turn a healthy profit on the ’18 Winter Games.
Fan Marino: Softball, karate, skateboarding, sport climbing and baseball are sports that will be debuting at/returning to the Olympics in 2020. While one can certainly debate the merits of sport climbing; it’s talk of poker, foosball and pole dancing coming to the Olympic games, that have me all worked up. Can we all agree that “sports” using a casino, bar or strip club as a primary venue, are not worthy of competing in the Olympic Games?
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